The overarching principle guiding the creative process for the talented photographer and makeup-artist duo Laukli & Laukli's new visual identity is thoughtfully based around the concept of the camera obscura. This ingenious invention, recognized as the world's very first camera, serves as a crucial touchstone. Its historical significance has laid a strong and meaningful foundation for the manner in which layout, typography, and overall design not only behaves but also effectively acts in a contemporary context.